ING Next Generation Banking: People’s Insights Volume 2, Issue 29

This week, we distill insights around ING's Next Generation Banking - a reputation and talent recruitment campaign, on Facebook to inspire the next generation of bankers to co-create the future of banking

For more about ING Next Generation Banking, visit: http://peopleslab.mslgroup.com/peoplesinsights/ing-next-generation-banking-peoples-insights-volume-2-issue-29/

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities.

We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook.

2.
What is Next Generation Banking?
ING Bank launched the
reputation and talent
recruitment campaign,
Next Generation Banking,
on Facebook to inspire the
next generation of bankers
to co-create the future of
banking.
Source: aiesec.com

3.
Mission to discover and attract
international talent
With Next Gen Banking,
ING tries to distance itself
from the negative
stereotype around bankers
and to attract future
employees who are
interested in more than
just "material gains."
Source: youtube.com

4.
The creative idea
ING created a tab on their
ING Careers page, where
business graduates were
challenged to explain
complex financial issues to
children aged between 7
and 10 years – the next
generation of customers.
Source: facebook.com

5.
The ebook – Curious Little Leo
Using the most inspiring
answers submitted to the
campaign, ING created a
special children’s book on
banking, called Curious
Little Leo.
Source: slideshare.com

6.
Promotes ﬁnancial literacy
The book establishes that
ING is actively thinking
about the need to re-invent
banking, and also the need
to promote financial literacy
– to the young and the old
alike.
Source: slideshare.com

7.
“A Conversation Starter”
The campaign reached
more than 10 million
unique Facebook users
and has been viewed more
than 80 million times.
The campaign led to indepth articles and blogs
and sparked debate
around the importance of
child-like-simplicity in
banking.
Source: ING.com

8.
Evolving communication landscape
Texting, tweeting, posting
and sharing has changed
the way people
communicate.
It is essential for
organizations to change
their communication with
employees and customers
– from message, type of
engagement and the
medium itself.
Source: facebook.com

9.
For ING’s campaign to be
successful it was important
that they engage with the
right audience. ING’s longterm relationships with
CEMS and AIESEC was
ideal to give the campaign
the impetus it needed.
Source: visiblebanking.com

10.
Engaging Gen X and Gen Y
It's critical corporations and banks are active on social
media because it's becoming more and more integrated
in their customer's lives. Period. Gen X works notice right
away when there's a gap between the way a company
engages customers/consumers with social media and the
lack of social collaboration internally. Gen Y simply
doesn't understand why it's not available and immediately
label the employer as 'out of step, outdated or even
downright archaic.
Brian Burgess
Director of Brand & Talent, MSLGROUP
North America
Thinkers pointed out
that that it is important
for banks and
corporations to be
active on social media,
to attract and engage
international talent.

11.
Role of strategic comms in ﬁnance
The role of strategic communications in the overall
growth strategy has only deepened and assumed
greater importance, more than ever, in the recent
past. As we live in an era of an always-on economy,
the shift from monologue to dialogue was inevitable.
This makes strategic communications an intrinsic
part of the strategy, to be able to give shape and
direction to a creative and compelling story. This is
true for any industry, as much for ours.
Harmindar Singh
Vice President, MSLGROUP India
Thinkers pointed out that
ING is not only willing to
change the industry, it’s
also willing to listen and
engage with its people.
Indeed, ING’s approach
of working with future
employees to ‘co-create’
a vision of the future has
helped it create
awareness among
graduates (future
bankers) and customers.

12.
Read People’s Lab insights & foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog , quarterly
magazine and annual report.
MSLGROUP
INSIGHTS NETWORK
100+ MSLGROUP planners
share and discuss inspiring
projects on reputation,
employee engagement and
citizenship.
PEOPLE’S INSIGHTS
WEEKLY BLOG
PEOPLE’S INSIGHTS
QUARTERLY MAGAZINE
We deep dive into
conversations around one
project to distill insights and
foresights.
Every quarter, we compile the
best insights from the network
and the blog into a magazine,
as a showcase of our
capabilities.
For more, visit http://peopleslab.mslgroup.com/peoplesinsights